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How Hollywood Saved Diamond Rings

When it comes to purchasing the perfect accompaniment to any outfit, a diamond says it all. It is the essence of sophistication and class, and always attracts a compliment from envious others. But as far as timeless fashion statements go, there is a lot of controversy surrounding this precious stone, so what can you do to be sure that what you are buying is both ethical and beautiful.

The trade in blood diamonds has hit the headlines a few times in recent years, with the sale of illegally mined diamonds funding warfare and oppressive regimes. The release of the blockbuster Blood Diamond starring Leonardo di Caprio was a cutting edge film that highlighted the plight of those involved in the illegal diamond trade. Although many celebrities have made a stand in the past regarding diamonds gained through conflict, this was the first time the full picture was given celebrity endorsement as it were.

By casting a star such as di Caprio as the protagonist, the audience were immediately engaged, and more importantly felt empathy with the lead character. The importance of this cannot be emphasised enough. Usually in a campaign for fair trade the message is clear; do not support those that are trading unethically, do the just thing and support the people that are trading fairly. The element that is usually missing from this type of propaganda is the view of the people involved in the illegal trade.

Blood Diamond highlighted the moral and ethical dilemmas of those involved in the conflict diamond industry, giving a deeper meaning behind the message, and ultimately an understanding of the bigger picture. The controversy surrounding the film emanated from the diamond giant De Beers, who claimed that the film was portraying outdated information. However, the fact that even one per cent of diamonds were still arising from the trade of blood diamonds warranted the raising of awareness.

Many that were speaking out at the time were urging would-be jewellery buyers to avoid purchasing diamonds altogether in the hope that lack of demand would halt the financial incentive to supply. Unfortunately, that is not the way the consumer works, and a method of identifying the difference between legal and illegal diamonds became necessary.

Thankfully, a certification scheme has since been put in place to ensure that diamond rings, bracelets and necklaces are from legally mined areas. The Kimberly Process Certification Scheme has attempted to ensure that any diamonds traded on the market are through legal avenues, which in turn has been more successful in halting demand for conflict diamonds. The most positive outcome of this is that it encourages legal trading, which ensures that those previously involved in illegal diamond mining are given a proper wage and decent working conditions.

So what effect does this have on you, the consumer? When buying diamond rings and other items of diamond jewellery ask the jeweller about the origin of the stones used; demand supports supply, and every time a consumer demands a conflict-free diamond, the less demand there will be for blood diamonds. The certification process is in place so that the jewellers that buy diamonds can purchase ethically harvested gems on our behalf and thereby change the way the industry functions. Importantly, a diamond that is not tainted with blood shines a lot brighter, and is a real sign of sophistication.

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